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Conference Paper: Moral Identity and Brand Anthropomorphism

TitleMoral Identity and Brand Anthropomorphism
Authors
Issue Date2017
Citation
Association for Consumer Research (ACR) North America Conference 2017, San Diego, California, 26-29 October 2017 How to Cite?
AbstractThis research investigates the relationship between consumers’ moral identity and their preference for anthropomorphized brands. In three studies, we find that higher moral identity is consistently associated with greater preference for anthropomorphized (vs. nonanthropomorphized) brands. Higher moral identifiers’ perceptions of an anthropomorphized brand as being more 'human-like' mediates this effect.
Description4.5 New Perspectives on Anthropomorphism: Examining the Role of Anthropomorphism in Financial Decision-Making and Consumer Welfare - no. 3
Persistent Identifierhttp://hdl.handle.net/10722/243512

 

DC FieldValueLanguage
dc.contributor.authorLevy, E-
dc.contributor.authorKim, S-
dc.contributor.authorReed II, A-
dc.date.accessioned2017-08-25T02:55:48Z-
dc.date.available2017-08-25T02:55:48Z-
dc.date.issued2017-
dc.identifier.citationAssociation for Consumer Research (ACR) North America Conference 2017, San Diego, California, 26-29 October 2017-
dc.identifier.urihttp://hdl.handle.net/10722/243512-
dc.description4.5 New Perspectives on Anthropomorphism: Examining the Role of Anthropomorphism in Financial Decision-Making and Consumer Welfare - no. 3-
dc.description.abstractThis research investigates the relationship between consumers’ moral identity and their preference for anthropomorphized brands. In three studies, we find that higher moral identity is consistently associated with greater preference for anthropomorphized (vs. nonanthropomorphized) brands. Higher moral identifiers’ perceptions of an anthropomorphized brand as being more 'human-like' mediates this effect.-
dc.languageeng-
dc.relation.ispartofAssociation for Consumer Research Conference-
dc.titleMoral Identity and Brand Anthropomorphism-
dc.typeConference_Paper-
dc.identifier.emailKim, S: sarakim@hku.hk-
dc.identifier.authorityKim, S=rp01613-
dc.identifier.hkuros275144-

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